The 4-Step Sales Guide: Part Two - The Hook | Nick Saraev | Skillshare

The 4-Step Sales Guide: Part Two - The Hook

NICK SARAEV, Body Language, Productivity & Technology

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5 Lessons (15m)
    • 1. The Hook - Introduction

      1:47
    • 2. Creating An Emotional Hook

      2:34
    • 3. Using Your Emotional Hook

      2:48
    • 4. Empathy Statements

      2:54
    • 5. Opening the Loop

      5:02

About This Class

If you're looking for a practical, high-yield, no-BS approach to making more money in sales, this is the course you want.

Hi, I'm Nick. I'm a behavioral neuroscientist who's worked in sales for the last 6 years.

Let's get straight to the point. Unfortunately for you, the majority of the world has fallen for the feel-good charms of the modern sales "guru". They're successful, motivational, inspiring - and in many cases, completely backwards. 

Instead of focusing on immediately applicable techniques and practical theory, they spend their time and energy making you feel good. Making vague, ambiguous statements like "be yourself" or "believe in your product". Sound familiar?

Don't get me wrong, these look great on paper. But they don't translate into results.

They don't make you more sales.

They don't make you more money.

And they don't actually move your life forward in any real way.

All they do is get you caught up in an emotional hamster wheel that allows you to justify your lack of quantifiable progress by saying "what matters is that I'm trying!"

That's not what I believe in. I believe in numbers, and I believe in success above all else. And I think by the end of our course, you will too.

----

The 4-Step Sales Guide is the culmination of the idea that online courses should cut the fluff and just ​get straight to the point​. 

Me and my partner Soma have over 8 years of face-to-face and online sales experience between us, and with this course we've crammed everything we know into a single, information-packed hour. 

Some of what we say is controversial, debatable, and possibly amoral. And I'm sure we'll be hearing from some of you about it. But you can't argue with results.

Our content is simple and modern, drawing from the latest in economics, neuroscience, and evolutionary psychology. We spent countless hours testing each technique so you don't have to. In The 4-Step Sales Guide, you're going to learn the latest trends in marketing and sales today - click funnels, psychological loops, social proof, time constraints, and ​more.

I'm incredibly excited to get you on board with us. You're about to embark on one of the best decisions of your entire entrepreneurial career. 

Sound too good to be true? Check out our content for yourself.

See you inside :-).

*This is the second course in a four-part series

Transcripts

1. The Hook - Introduction: All right, guys, now that we finish with the preliminary stuff, you guys now know about social value, social proof, that principles of time, limits and scarcity, and you hopefully have kind of a general intuition for how to frame a sound. Now that we're done all that, it's time to start actually getting into this sales interaction. Okay, what to do in the person is either rain front or the rather right on your website. Now the first in the most pivotal part of the entire sales process is the hook, and that's what we're gonna be talking about this module. The reason It's so important because your hook is like a filter. It's what ultimately determines the quantity and quality of customer that you get to interact the very first sentence out of either your mouth or at the beginning of Let's say , an online click phone is going to select for a very specific kind of customer, and that kind of customers will have certain characteristics that are gonna make them either more likely to buy, were less likely to buy. Now our main goal in this module is we want to develop a hook that is two things. One, it's general enough so that we can drawn enough people as possible. But we also wanted to be to specific enough. So we filter out the people that realistically or end of a very low likelihood of actually purchasing our product anywhere. We're just gonna save us some time. And if you're using any type of advertising model, is gonna save us some money, too. Specificity and generalize ability to things I just talked about are actually at odds with each other, cause if you think about the more general, our approach becomes the less specific it does. This is what's called a optimization problem in math. We'll show you a big fancy graph. You might wanna positivity here to really appreciate it. But you see, there's a sweet spot right here. It's kind of the middle where you get to the highest yield for a certain amount of generalize ability, and if you generalize a little bit more a little bit less, you actually start losing cells. But that peak right there in the middle, that's right where you want to be. Luckily, there's an incredibly easy trick that's gonna help us get 99% of the way there, and that's in the next video is gonna be about I'll see you there 2. Creating An Emotional Hook: what's going on, guys. So in the last video, we introduced a model that we're gonna develop our hook with. And that model is where Hook is both one general enough to attract the widest number potential customers possible while to also being specific enough. So we filter out the people that we know very little likelihood of actually purchasing our product, and I mentioned there was one incredibly powerful way that we could approximate the peak of that optimization curve. And here it is. Make your hook emotional. Let's think about it for a sec. What out there is as generalize herbal as a person's ability to feel emotions. Almost every single human being on the planet feels emotions right, and emotions are a large part of what we consider to make us human. So if we want to generalize, er hook, speak to the largest number of people possible and get as many potential leads we can in the strongest way to do so is by making her hook very emotional. But if you think about it at the same time, what out there is as unique and specific as somebody's emotional history? Each person on the planet defines themselves based on the emotional experiences that they and no one else has lived through. Our emotional history is the reason why we love the way we do. It's the reason why we react to stimuli the way we do, and it's often responsible for our goals as well, and each of these air very different from personal person. So if we want to be a specific as possible and also increase the quality of our leads as best as we can, then also making a Herc emotional is the best way to do it. I'm sure you guys see what I'm getting at here by utilizing emotionality in our work. We can be both incredibly general, since almost every human being feels emotion in some capacity and incredibly specific. It's almost every human being is a visceral emotional history. So we actually had to kill two birds, which is one stone, and we get to get as close to the peak of that graph is possible. Now, this may seem kind of vague theoretical right now, but I'm gonna show you more concrete examples in the next few videos and that takes is the end of the first video on the emotional hook here we introduced that the hook is an optimization problem and that in order to really succeed, we need to construct hooks that are both general enough to have a wide audience while also being specific enough that some of the people that they're interested are actually pretty likely to buy our product. And we also mentioned the best way to do so was to utilize emotion because of emotion is more or less a general property of human beings, but at the same time, every human being that there's a complex emotional history, the lives of identify strongly with specific emotional context, whether it's in an ad or it's in a sales pitch. In the next lecture, we're actually gonna talk about something called Empathy Statement, which is basically emotional hook that we just talked about. But on steroids, I'll see you there 3. Using Your Emotional Hook: hi there. So in the last video introduced the basis for the emotional hook in this video, we're gonna go over a couple more concrete examples, and we're also going to flush out some more of the theory behind. Why should be approaching sales from an emotional angle, especially as opposed to a logical? Here's an example of what not to say. Let's say you're a door to door sales person and you're selling vacuum cleaners. The first words out of your mouth are Hi there. I'm sewing a 23 100 watt vacuum with seven stage high efficiency particulate air filtration technology, a multi angle head and a one touch zoom bite handed. I'm sure you can imagine the door. Get close in your face pretty damn quick. Now why is this such a bad hook? Well, these are all great features the product, but one of the big problems with this approach is that's away too specific. Remember, some specificity is in a bad thing, but you want your approach to also be sufficiently generalize herbal, so your entire audience understands it. In this case, you're pretty much ensuring the only person who might even be remotely interested in your product is some with several years of, like vacuum technology experience, and for my understanding, it's not a very large market. The second and more important reason is that it is logical instead of emotional. Now, very few people care about the wattage of a vacuum cleaner. At the end of the day, the human brain, out of basically evolution or necessity, literally just cannot comprehend numbers of that magnitude. Human beings just can't into till the grass of difference between, like 2200 watts and 2300 watts, right? The ability to visualize numbers simply was not involved for. But you want to know what we were evolved for, our ability to feel emotions when I read that 36 million people in sub Saharan Africa go to bed hungry because of a big drought, there's no real way for my brain to understand the sheer magnitude of what's going on. So in most cases of defaults to apathy, it's just very hard for to care, right? But if instead of a statistic and newspaper tells me a story about a six year old boy named Abbott who had to walk a dozen miles across the desert with bloody feet on Lee to find out the only well, keeping a family alive just dried up. I can probably understand that a little bit better. I empathize with that story, cause I've also felt despair and pain and the myriad of human emotions that that boy probably felt that moment to emotions are universal, but they're also specific, and that's the secret of a great hook You want to utilize your motion. So in our vacuum selling example, you want to stay away from the logic instead of Hey, here all the specifications vacuum cleaner go for Hey, here's what this vacuum cleaner can do for you And make sure that what it does speaks your demographics. Prime emotions. Here's an example. What if I told you this vacuum? Could you spend two more hours of their kids every week? Isn't that much better? And that takes us the end of another video in this video, guys, we walk through some more concrete examples. The emotional hook and else provided some more context for how and why emotions were so effective in sales 4. Empathy Statements: hi there. So in the last video, we went over the emotional hook, which is more or less the cornerstone of the selling process because it allows us to filter out the people that are interested in our product while still retaining as many high quality leads as possible. And it more or less described. The mindset that you need to have is a sales person, which is you want to focus on the emotional qualities, your product way more than a logical qualities product. So in this video, we'll bring news. We'll take that same concept or expand on it with what I call an empathy statement, which, conceptually, is the exact same is emotional hook, but what it does is it takes it one step further. The structure of an empathy statement is actually incredibly simple to remember. 95% of all under these statements, literally the exact same. They go, they go just like this Before X I was doing why, where X is your products and why's some crappy situation? Here's an example. Before I found the Ultimate Four Steps sales guide, I was stuck living in my mom's basement, eating Cheetos for dinner. That's it. You just say, before X I was doing why you can memorize that one line and just keep swapping out different exits. And wise you Are Golden is one of the most often used marketing techniques today, especially in online click funnels and email campaigns. You guys gonna see it on the YouTube videos all the time. It's seen on advertisements 24 7 and you're going to see a face to face in sounds. It's everywhere, and the reason it's everywhere is because it works really, really well. Basically, human beings are programmed. Respond emotionally things like this as long as the why. Part of the empathy statement is a negative situation. A lot of people can identify with something like living in your mom's basement, for example. Then you're almost guaranteeing there at the peak of that optimization curve that we talked about earlier right before your product, I was sad. I despaired. I was hopeless. Next time you're checking out your email, next time you're browsing Facebook, I want you guys to pay attention to the way those advertisers are worded and look for things like that. The one thing that separates a successful ads from the ads that crash and burn is that most the time the successful ads use some type of empathy. State almost like an equation, and that takes us the end of another video. This one was pretty short, sweet. We learned a little bit about what an empathy statement waas and how you can use it for me lately by swapping out the X's and y's to give yourselves a really effective hook. This works in click funnels. This works in email campaigns, works on YouTube, Facebook online and, best of all, works face to face when you're out there with a prospect. Because human beings of the other day our program toe identify viscerally to situations like that, and it's also takes us to the end of my part of the hook module. And if you take anything away from the last four or five videos, let it be this. I want you guys to sell emotionally. Not logically. Human psychology is rooted in the motions and not logic, and the reason this makes sense is because of our evolutionary history didn't depend on us being able understand numbers or features of a product it dependent on our ability to empathize with the human beings and be emotional 5. Opening the Loop: What's up, guys? Show my here today. I want to talk about pretty much the hottest thing on online marketing and sales today. This one idea is making a bunch of the top marketing pros tens of millions of dollars and honestly, pretty surprisingly simple guys like Tai Lopez, Grand Cardone or even Gary Vaynerchuk, or pretty much anyone else who's anyone in online sales world today. You'll notice all of them talk in pretty much the same way, and at first glance you might not really notice it. But I've been in the business for a while, and after hearing hundreds of hours of them talking, you really start to notice it, and you really start to see what they're actually trying to do. I want to know what it is. It's called Opening the Loop. The loop here refers to the customers inspirations and desires, and in order to open the loop, all you have to do is make a hook or a statement that sounds so good. You know something that will change the customers life forever. And if they did this, just this one little tiny, simple thing, their life would just improve exponentially in old timey sales make a sales 10 to 15 years ago. What people would do was it opened the loop with that type of hook, and then later they'd close the loop by selling them the answer. And somewhere in between those two, you'd either get their email address or they pay you or whatever an example that you might see in like a financing marketing start up is, once you learn this one thing, you're never gonna need to worry about money again. Money will be no problem for you. You know what I got started applying this to myself. Everything changed. And if you want to find out what this is, I will explain in the next video or I will explain it. Just follow this link or I will explain it. Just give me your email, I'll send it to you. And that's that. But the modern day sales takes this concept a 1,000,000 times further nowadays, what people do is they'll open a loop with a hook and then they'll direct you to some resource than instead of just closing the loop and leaving the open a second loop before closing the first loop and the second will directly to yet another resource where they will get you to do just one more thing. You just need to know this one last thing. And then they open 1/3 loop before closing the second loop and so on so they can push you even further and further. So in our previous example, we direct them to another video or another website and start explaining our secrets about how to not worry about money. But right before we get to the best part the part that you know everyone's been waiting for , you start saying something like, The whole success of this one simple trick depends on you understanding how to do this one other thing. And if you want to understand how to do the first thing, you need to know how to do this other thing, and I'll show you how in the next video. So you essentially get the customers hooked on one thing, and then just before you tell them the answer, you hook them on a second thing. That's usually somewhat related, and nowadays, a lot of times it seems like you need to understand that second thing before you can really apply the first thing, and it's just so meticulously evil. And it works so well. Just like the click funnel. It's more or less taking what's worked in the past and then hyper optimizing it to explode human psychology even better. And, hey, I'm not really judging. This course isn't really all morality. The fact that the guys on top figured out how this stuff works is great for them. And if you want to sell like they sell, by all means, you're probably gonna have to do like they dio. So we're at the end of the video on opening loops to summarize open loop one, redirect them to another location or video or wherever you want them to be, and then open Loop two before closing. Loop one. That's it. So I hope you guys enjoyed this video. And if you want more examples, just check out pretty much any other successful marketing icon on YouTube or on Facebook. And look at the videos. Were their marketing a specific product? Because this is pretty much all they dio in the next module, you're gonna be learning the next one thing that you need in order to sell anything to anyone. So if you guys want to know what that one thing is, stay tuned for the next video where Nick is more than happy to tell you guys.